Since technology has become such a major part of our day-to-day routines, online video has become the perfect meeting ground for advertisers and information-seeking viewers. Video advertising is one of the most effective ways to speak to your customers in a unique and authentic way. It’s the best way to reach that tricky goal everyone is always talking about – audience engagement.
People who are looking for information online want to see non-disruptive video content that comes across as authentic and trustworthy. They want to have an active role in choosing to watch the content and they want to feel as if they can use the information to make well-informed decisions.
This is where native video advertising comes in:
Native video advertising is defined as paid content that is displayed in-feed and is non-disruptive. It’s formatted specifically for the platform hosting it so that it blends in seamlessly with all other content and comes off as both engaging and informational, rather than promotional.
Because native video mimics the look of other content on the platform, it doesn’t create a negative user experience. Users who don’t feel like their online experience is being bombarded with ads are the ones who will be more inclined to interact with your content.
Native video ads are more about education and entertainment. They’re more research-based and focused on storytelling as opposed to product-centric or sales oriented.
You’ll find native video advertising on all of the popular social networks. Facebook, Twitter, Instagram, and video platforms like YouTube all allow for placement of them. Here are some examples:
- Facebook sponsored posts
- Twitter promoted videos
- YouTube’s recommended videos
- Instagram sponsored posts
Social media networks encourage engagement and native video ads should be engaging, so they’re the perfect platforms for your ad placements.
Native Advertising Institute expects native ads to take over the ad space in 2018, and Business Insider predicts native display ad revenue will reach a record-breaking 74% of total display US ad revenue by 2021.
So what are some best practices for native video advertising?
Be authentic. Create video content that features real people in real places to show viewers that they can trust your message.
Provide a compelling message that sparks action. It never works to just tell your viewers about your business or that you’re the best. You have to give them a reason to believe that you’re the best option they have to fix their problem or fill their need.
Use high-quality video that accurately represents your brand. Not only does it make your business look more professional, but it helps your videos stand out. With so many people taking advantage of online video, no one is going to take the time to watch a low-quality video when there are tons of other options right at their fingertips.
Don’t make them too long. Don’t try to speed through your message, but keep in mind your viewer’s attention span. Make sure you clearly communicate your call to action before you lose your viewer’s interest.
Video advertising is a great way to reach viewers and tell them about your business. Native videos help seamlessly distribute your messages among organic content in a way that doesn’t make viewers shy away from it. The key to actionable video advertising is to provide content that emotionally engages viewers and builds the trust and familiarity that will solidify a return on investment.